Running Head: THE ADVERTISING AND MEDIA PLAN Page | 1 The Advertising and Media Plan: CyberPower PC 2012 MKT355-1204A-01 Principles of Advertising and Public Relations Phase 5 Individual Project Sabrina Mergenthaler Colorado Technical University Online Professor Lisa Haddock November 12, 2012 *Author’s Note: Portions of this assignment have been previously submitted within this course for Professor Lisa Haddock. **-Calendar and Schedule can be found in the accompanying excel file
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Runn ing Head : THE ADVERTISING AND MEDIA PLAN P a g e | 1
The Advertising and Media Plan: CyberPower PC 2012
MKT355-1204A-01 Principles of Advertising and Public Relations
Phase 5 Individual Project
Sabrina Mergenthaler
Colorado Technical University Online
Professor Lisa Haddock
November 12, 2012
*Author’s Note: Portions of this assignment have been previously submitted within this course for Professor Lisa Haddock.
**-Calendar and Schedule can be found in the accompanying excel file
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 2
CyberPower PC 2012: The Black Pearl
Date of Release: November 5, 2012
Written By:Sabrina Mergenthaler
OfBusinetiqueAtlanta, GA
Written For:CyberPower PC’s
Black Pearl
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 3
CyberPower PC Advertising and Media Calendar 2013: The Black PearlNovember
350 Units 275 Units
January February
CC-Chicago, IL DC-Miami, FL
December
DC-Atlanta, GA CC- New York
500 units 950 units
topic: The hottest games are yet to come
GoogleAdsense & Bing forHoliday season Goodle Adsense & Bing Perfect for Valentine gifts
See Media Schedule See Media Schedule
"Get the gear to live the game this holiday w ith CyberPow er's Black Pearl"
Topic: Touring w ith Comic-con and Dragon Con event schedule
What is the difference betw een a gaming computer and a typical computer? topic: More bang for your buck
"Skip the chocolate and f low er's this Valentine's day and get the gift she really w ants. Explosions. Hi-Definition explosions."
Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions
Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions Discussion Forum interactions
DC-Atlanta, GA CC- New York CC-Chicago, IL DC-Miami, FL
See Media Schedule See Media Schedule See Media Schedule
Billboard off major interstate w ithin radious
Digital ad appears on GamePro.com and PCGamer.com, promotes The Black Pearl and indicates the next tour date, for 3 months, 3,000 unique view s per w eek
Local NY Stations
Local NY Stations
Local NY new spapers, trend magazines, event magazines
Billboard off major interstate w ithin radious of event location
Local Chicago Stations
Local Chicago Stations
Local Chicago new spapers, trend magazines, event magazines
Billboard off major interstate w ithin radious of event location
Billboard off major interstate w ithin radious of event location
Billboard off major interstate w ithin radious of event location
Atlanta stations
Atlanta Stations
Atlanta Journal Constitution, Creative
Local Ft.Lauderdale and Miami new spapers, trend magazines, event
Local Miami Stations
Local Miami Stations
Local Orlando new spapers, trend magazines, event magazines
List 250 Miles of Local Event
List 250 Miles of Local Event
List 250 Miles of Local Event
List 250 Miles of Local Event
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 20
Budget
Paid and Earned Options
Media Size Frequency CostPC Gamer Magazine Full page 3x (or one Print Ad for
DragonCon 15 X 15Vendor Booth 6 shows $12,000 (Vendor fees and Application)
Comic Con 18 X 18 vendor booth 6 shows $12,500 (Vendor fees and Application)
Truth be told, unique marketing efforts must be researched, assessed, and applied
for a company to retain leadership in its industry (How to Formulate, n.d.).Throughout our media
plan and marketing strategy, it is important to know where we must have paid media, and where
we can benefit from earned media. Advertising is the paid media, while public relations lend to
earned media—it is essentially free (Shimp, 2003). Because the nature of earned media
relinquishes a portion of the cost of our marketing this report will focus on paid media such as
print ads and digital media.
Our plan elects to use print advertising in popular computer gaming magazines, digital
advertising on popular gaming websites, and social media networking through Facebook. For the
(Cashmore, 2012) and (PC Gamer, 2012)
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 21
audience we are after, magazines such as PC Gamer, Computer Games Magazine, and Game Spy
are great resources for print ads. Consumers who purchase these magazines are also likely to
engage in the respective magazine’s website. This opens the opportunities for digital advertising
through the same companies at discounted rates. Combined with the use of Facebook to present
advertising and build earned media, CyberPowerPC will reach its intended audience by being in
the world in which the consumer is most engaged—the computer(Online Lead, n.d.).
The related costs for these options are reflected below, and are based on the rate cards of
their respective media.
PC Gamer publishes a magazine once a month. However, their corresponding website will run a
banner ad for 30 consecutive days. Facebook, though a more costly option, finds the audience,
and runs the ad directly to the user’s page over a three months period (longer if we choose to pay
for longer).
Example Print/Digital Ad
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 22
Advertising Evaluation, Monitoring, and Metrics
It is important to understand, though, that advertising and marketing is only successful
when monitored and measured to have accomplished a goal. Today it is not only crucial to have
measurability, but to have the ability to measure quickly and efficiently in order to make
adjustments (Armstrong & Kotler, 2006). The methods, for that reason, reflect options that
provide such details at the speed in which they occur.
You will notice throughout the campaign that everything points back to our internet
activity—such as, the company site or any of its social networking sites. Due to the integration of
such media outlets into nearly every platform, from desk top to mobile devices, we have access
to massive groups of people. More specifically, we have access to nearly every one of our target
consumers. The moment any of our marketing material sends a consumer to any of our online
locations, we generate immediate data. We see their “likes” and “shares” on Facebook. We see
Small Print section for terms conditions, locations, and other information. Can extend from this line
to .5” from page bottom border.
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 23
their “favorites” and “retweets” on Twitter. We can even see who is talking about the company
and product using our hash tags. We can obtain data from sales at the events, as well as measure
the traffic and impact of the Black Pearl on traffic. We can determine the percentage of event
traffic which participated in our booth, and conduct online consumer surveys to measure
consumer satisfaction with our presence at the event locations.
From this data we can measure who is looking for us, what they are looking for, what
material brought them to our site, and so much more. This data will also indicate which pieces
are not performing. With knowledge like this, we can make decisions that take us in new
directions, or use fallback options, or even define ways to enhance our approaches. Best of all,
we can do it at the speed of now. As part of any campaign, a need to adjust is imminent. Having
a plan in place to take effect as if it were always in place is essential to avoiding disaster. Today
is a “now” environment, and by directing consumers to our online and digitally interactive
locations, we put them in their comfort zone and begin preparing them for the online
communications and funneling process.
Our plan also supports the measure for units sold. While we feel financial
indicators are great to have for goals, the use of some financial data to measure the success of a
campaign is not always fruitful. In this case, the systems are fully customizable, which means
revenue will have to make assumptions based on those who will purchase the system with over a
hundred different options. We find for our purpose, a measure of units sold is more fruitful to our
mission. For this reason, you will see in our plan, an anticipated unit sale number located at the
top. This number is based on the desire for the computers in the time frame they are desired, and
their relation to the release of certain games—details we learned regarding CyberPower’s
consumer during our research (Survey, 2012).
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 24
Recommendations
Essentially, CyberPower wants to meet consumers in their own playground—on their
computer via the internet. The consumers are already present and searching for material to
answer their needs. By placing our impacting media where consumers already feel comfortable,
and inviting them to engage in other places where they will feel comfortable, CyberPower’s
consumers will be more ready and comfortable in interacting with the company. Consumers will
not only see the dimensions and capabilities of the computer from their computer, but experience
them in person.
Our firm highly recommends CyberPower invest in this campaign, as it embraces all the
qualities reflective of your fulfilling company; demonstrates the immense magnitude of
capabilities of the Black Pearl; and more importantly is measurable, consistent, builds brand
visibility, and is adaptive to changes. With these approaches, our audience will believe in the
Black Pearl and will not resist their need to “have it now.”
Appendix
Armstrong, G., & Kotler, P. (2006). Principles of marketing (11th ed.). Upper Saddle River, NJ: Prentice Hall.
Best Gamer PC Comparisons and Reviews of 2012. (2012). TopTenReview- Computers. Retrieved from http://computers.toptenreviews.com/gaming/
Campaign Strategies and Tools. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT355/p3/hub1/21574.pdf
Cashmore, P. (2012). Facebook’s Advertising Rates Unveiled. Mashable Social Media. Retrieved from http://mashable.com/2007/07/30/facebook-rate-cards/
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 25
CyberPower PC. (n.d.). CyberPowerPC. Retrieved from http://www.cyberpowerpc.com
Grewal, D. and Levy, M. (2009). Marketing Third Edition. New York, NY: McGraw-Hill
How to Formulate Media Strategies that Advance an Organization's Goal. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT355/p2/hub2/3328.pdf
Overview of Advertising and Public Relations. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT355/p3/hub1/3327.pdf
Overview of the Role of Advertising. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from https://campus.ctuonline.edu/courses/MKT355/p3/hub1/23458.pdf
PC Gamer. (2012). PCGamer. Retrieved from http://dl.futureus.com/assets/pcgamer_rates_specs.pdf
Shimp, T. (2003). Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications. Mason, OH: Thomson-SouthWestern
The Public Relations Strategy: Plan, Pitch, Place. (n.d.). M.U.S.E. Principles of Advertising and Public Relations. Colorado Technical University. Retrieved from http://coursebuildercontent.careeredonline.com/Assets/50000/41727.pdf
Serious Gamer Demographics 2012. (2012). Sealund’s Research. Retrieved from http://www.sealund.com/blog/?p=408
Smith, M.S. and Scudder, R. (2011). Exploring the Top Gaming PC Manufacturers. BrightHub. Retrieved from http://www.brighthub.com/computing/hardware/articles/68645.aspx
Suciu, P. (2012). Could PC gaming make a comeback? CNNMoney. Retrieved from http://tech.fortune.cnn.com/2012/07/05/could-pc-gaming-make-a-comeback/
Thorsen, T. (2009.). US gamer population: 170 million – NPD. GameSpot. Retrieved from http://www.gamespot.com/news/us-gamer-population-170-million-npd-6214598
THE ADVERTISING AND MEDIA PLAN: CYBERPOWER PC 2012 P a g e | 26
Vanegas, C. (2012). Trade Show Success Strategies. Fox Business—Small Business Center. Retrieved from http://smallbusiness.foxbusiness.com/entrepreneurs/2012/04/19/trade-show-success-strategies-1517603108/
Vollmer, C. (2008). Always on : advertising, marketing and media in an era of consumer control. New York: McGraw-Hill.